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WHO North American Premiere at Cinéma Beaubien x Wil Aime
From the feed to the big screen
WHO: The Monster Hides in the Details
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2026
One Way distributed WHO in Canada and staged its North American premiere at Cinéma Beaubien: 10 screenings, all sold out, with tickets gone in under 24 hours.
WHO: The Monster Hides in the Details
Theatrical release, media relations, influencer activation, Instagram, TikTok
Production Note
Everything you need to know, at a glance.
Objective
Open WHO's Canadian release with a premiere that proves a web community can fill a cinema
Audience
Wil Aime's Quebec community, film lovers, media and creators
Channels
Theatrical release, media relations, influencer activation, Instagram, TikTok
Format
Red carpet, 10 screenings introduced by Wil Aime, content capture, social recap
01 - The Brief
Turn millions of online fans into a full house.
One Way distributed WHO in Canada and staged its North American premiere at Cinéma Beaubien: 10 screenings, all sold out, with tickets gone in under 24 hours.
02 - On the Ground
From the feed to the big screen
03 - The Output
A red carpet premiere, 10 sold-out screenings and a theatrical release across Quebec.
Red carpet, media interviews and Wil Aime on stage at Cinéma Beaubien.
The Distribution
One Way's first film distributed in Canada, from premiere to theatrical release.
The Teaser
Enigma briefcases sent to Quebec creators to spark curiosity online.
The Premiere
Red carpet, media interviews and Wil Aime on stage at Cinéma Beaubien.
04 - The Approach
An enigma before the film
Before the premiere, One Way sent enigma briefcases to Quebec creators including Cocotte, Émilie Cuizine, Ines Lalouad and Stevens Dorcelus. Their posts turned the release into a puzzle the public wanted to solve, and the premiere into the answer.
01
The Distribution
One Way's first film distributed in Canada, from premiere to theatrical release.
02
The Teaser
Enigma briefcases sent to Quebec creators to spark curiosity online.
03
The Premiere
Red carpet, media interviews and Wil Aime on stage at Cinéma Beaubien.
04
The Release
WHO opened in Quebec theatres on June 5, 2026.
05 - The Reception
Sold out in under 24 hours.
10
Sold-out screenings at Cinéma Beaubien
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Frequently Asked Questions
What was the goal of this campaign?
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From the feed to the big screen
How did One Way approach this project?
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Before the premiere, One Way sent enigma briefcases to Quebec creators including Cocotte, Émilie Cuizine, Ines Lalouad and Stevens Dorcelus. Their posts turned the release into a puzzle the public wanted to solve, and the premiere into the answer.
What reach did this campaign achieve?
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Case study by One Way: Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
One Way distributed Wil Aime's first feature film, WHO: The Monster Hides in the Details, in Canada. Its North American premiere at Cinéma Beaubien in Montreal on May 29, 2026 sold out all 10 screenings in under 24 hours, before the film opened in Quebec theatres on June 5, 2026.
One Way distributed Wil Aime's first feature film, WHO: The Monster Hides in the Details, in Canada. Its North American premiere at Cinéma Beaubien in Montreal on May 29, 2026 sold out all 10 screenings in under 24 hours, before the film opened in Quebec theatres on June 5, 2026.
Before the premiere, One Way sent enigma briefcases to Quebec creators including Cocotte, Émilie Cuizine, Ines Lalouad and Stevens Dorcelus. Their posts turned the release into a puzzle the public wanted to solve, and the premiere into the answer.
